By Mike Aguilera

How to Communicate Like a Leader

Early in my career I wondered what makes great communicators and leaders. Is it their body motion, something in their voice, or maybe the words they use? I eventually discovered that it is all of these, plus their mindset. Top, successful professionals communicate in a consistently confident manner, both at a conscious and subconscious level.

Just as important as impeccable grooming or a firm handshake, the message you send your client at a subconscious level is crucial in securing their business. The obvious goal is to create a good, confident feeling within your client. But how do you achieve that goal? There are some powerful techniques and strategies that you can easily blend into your style of communicating.

Move with grace and purpose
First, be aware of your body motion. Avoid quick, jerky motions. Many people have the misconception that they can impress a client by quickly answering the phone, erratically moving papers around on their desk, or by rushing around creating the illusion of being important because they look so busy. Experts say quick, jerky, rushed motions actually create the impression of having some loss of control. This undesired impression can be perceived by your client at a subconscious level. Therefore, relax your motions. Move with purpose and grace. Maintain this purpose and grace when you greet your clients, and as you move around them. Consequently, your clients will get a sense that you are confident and in control.

Moving with grace and purpose also applies to handling props. A prop can be your brochure, a report, a product sample, or information about yourself. And, if you don’t have any of these in hand—then you are the prop. One secret to handling a prop and making a positive impact at a subconscious level is to handle it as being extremely valuable. As a result, the recipient will receive it and appreciate it in an equal manner. At this point, you have just established a strong first impression. An impression of importance and value. Avoid making the mistake many others have made, and that is to say that your company and/or service is valuable as you dangle your company brochure or toss it on the table. This gives a contradictory message—a negative message that implies you don’t value your own company.

Your voice may also create confidence or confusion in your client’s mind. Many people are not aware of the power that their voice has. Consider your voice as a magical instrument that has the ability to create curiosity, drama, fear, confidence, and many other emotions.
There are three distinctive universal voice patterns that you should be aware of. One is talking in “statements.” This is a normal conversational voice pattern, or an almost monotone pattern. The second voice pattern is talking in “questions.” With this voice pattern, your voice tone goes up at the end of a word or sentence. The third is talking with “authority.” A voice of authority has slightly more base. Top news reporters talk with a voice of authority. I suggest that you lower your voice tone when you want to convey an important message. Your voice can make a strong confident impact simply by adding base to a word or sentence. People lose the opportunity to make an impact with their voice when they consistently talk with a “conversational-statement” voice pattern throughout their presentation or meeting. There’s a big difference between just talking and speaking persuasively. Remember, use your voice as an instrument to make a positive and memorable impact.

Keep the desired outcome in mind
The words you use can make you a lot of money or destroy your message. At a subconscious level, your clients will be impacted by the words you use. Words have the power to create a positive and confident train of thought. Most words will create a picture in your mind. That picture, in turn, will create a thought. And finally, that thought will create an emotion—a positive or negative emotion. Consider the positive outcome that you want, then choose your words wisely. A few dangerous words to be cautious of using are: “risk,” “danger,” “problems,” and “unstable.” Take the word “danger” for instance. If you say, “There is a little risk in this project,” your client or coworker will focus on the word “risk.” A different and more positive way of saying the same sentence would be, “I want you to feel confident in this project.” The second version implies the same, but with a better choice of words. The point is to keep your desired outcome in mind, and choose your words appropriately.

The way you move and talk sends out lots of information to others. The other half of the communication equation is this: Your client is also sending valuable information back to you. They can reveal whether they believe in you, your product, and/or service. So, pay close attention to your client’s reaction towards you and your presentation.

Subconscious communication is an effective cutting-edge strategy that will allow you to stand out in this highly competitive business world. Master it, put it to use, create client confidence, and enhance your career and business success.


Mike Aguilera, a communication expert, is CEO of Aguilera & Associates in San Jose, California. Mike Aguilera is available for presentations, in-house workshops, and coaching. He may be reached at (408) 972-1985 or – website: Or,


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